27 TikTok Manufacturers Which are Successful at Advertising and marketing in 2023

It is getting tough for entrepreneurs to disregard the recognition and affect of TikTok. Manufacturers on TikTok are reaching youthful audiences, growing model consciousness, and going viral — all by leveraging the ability of short-form video.

In fact, it additionally helps that TikTok has over 1 billion energetic customers and a incredible engagement fee — far exceeding every other social platform at present.

Free Ebook: The Marketer's Guide to TikTok for Business [Download Now]

On this put up, we’ll talk about why you must leverage TikTok advertising and marketing in 2023 and the way smaller corporations can construct a scalable, enjoyable, and artistic technique on the platform. We’ll additionally cowl eleven manufacturers which have gone viral on TikTok.

Desk of Contents

What’s TikTok Advertising and marketing?

Why Manufacturers Ought to Leverage TikTok Advertising and marketing in 2023

27 TikTok Manufacturers Which are Successful at Advertising and marketing

TikTok Manufacturers With The Most Followers

TikTok Manufacturers With The Highest Engagement

Most Artistic Manufacturers on TikTok

TikTok Advertising and marketing Suggestions

What’s TikTok Advertising and marketing?

Though TikTok may really feel like a hub of unusual posts, its reputation and video-driven content material present quite a lot of distinctive advertising and marketing alternatives.

Entrepreneurs can leverage TikTok in three essential areas:

1. Influencer Advertising and marketing

An effective way to leverage TikTok is by partaking with the influencer neighborhood. As a result of influencers have a stable understanding of the platform, they’ll rework stiff model messages into enjoyable and artistic movies.

This sort of advertising and marketing is especially efficient at opening your content material to a brand new viewers and boosting model consciousness.

2. Unique Content material

Though followers of TikTok love authentic content material, you need not spend hours arising with the subsequent viral pattern. Typically, one of the best performing TikToks are ones that replicate or recreate a present pattern.

Begin by exploring the app, its traits, and the place your model can be part of the enjoyable.

3. Paid Adverts

TikTok adverts are a comparatively new addition to the platform. Powered by their very own promoting platform, TikTok For Enterprise, manufacturers can run in-feed adverts or create branded hashtags and video results.

Though lots of the first manufacturers to affix TikTok had been giant, well-known corporations, it will possibly nonetheless be useful for small companies to take a look at why manufacturers of all sizes are becoming a member of the platform.

Why Manufacturers Ought to Leverage TikTok Advertising and marketing in 2023

Brief-form video is dominating the social media panorama — and TikTok is the main platform for it.

It is no shock that greater than half of entrepreneurs (53%) who use TikTok plan to extend their funding in 2023, which is likely one of the highest jumps of any platform.

Whereas TikTok is comparatively new in comparison with different social giants like YouTube and Instagram, it is seeing stellar progress year-over-year. 

TikTok reached 1.6 billion customers worldwide by the tip of 2022, and it’s anticipated to develop to 1.8 billion by the tip of 2023.  

Its viral nature additionally deserves a shout out. Not like different social platforms, even accounts with a handful of followers can spark tens of millions of views on an ideal video.

Nevertheless, some accounts could expertise a decline in views and engagement for his or her TikTok movies, which might be as a result of a shadow ban on their account.

For those who assume TikTok is just for the Gen-Z crowd, assume once more. Whereas over half of Gen-Z shoppers are on TikTok, it is selecting up steam with different age teams.

In 2021, 36% of TikTok customers had been between 35 and 54 years previous, a ten% enhance from the yr earlier than.

That mentioned, since TikTok is quirky by nature, manufacturers must get artistic to realize their viewers’s consideration. In different phrases, a easy advert or sponsored influencer endorsement won’t minimize it on this fast-paced app.

Let’s take a look at eleven manufacturers who nail TikTok advertising and marketing with artistic content material that pulls consideration.

That can assist you perceive why these manufacturers are so profitable on TikTok, we categorized them by most followers, most partaking, and most artistic. 

TikTok Manufacturers with The Most Followers

The next manufacturers are amongst these with essentially the most followers and while you be taught extra about their content material, you may see why.

1. WWE

With greater than 23 million followers, World Wrestling Leisure, Inc. (WWE) is likely one of the most adopted manufacturers on TikTok. As anticipated, WWE’s TikTok options principally highlights from fights.

Nevertheless, it additionally shakes issues up by posting humorous moments between wrestlers and followers. For instance, the video beneath reveals Rhea Ripley playfully “scaring” a younger fan who could not include his pleasure. 

Followers are additionally handled to enjoyable, wholesom content material of their favourite wrestlers participating in TikTok traits or sharing their experiences behind the scenes. The video beneath reveals wrestlers reacting to unexpectedly receiving sweet. 

What We Like:

WWE’s TiKTok showcases selection. Followers are handled to highlights from matches, behind-the-scenes exclusives, and wrestlers letting the guard right down to partake in traits.

Moreover, the corporate additionally has its personal distinctive model sprinkled in lots of its movies. Virtually each TikTok that includes highlights features a voiceover that claims “She ___” or “He ___” See the instance beneath. 

2. Additional time

Additional time is a software program firm offering sports activities streaming companies. The model has about 24.5 million followers on TikTok and creates authentic sports activities content material for the platform. 

Its content material contains sports activities commentary, highlights, viral reposts. The viral reposts are a part of what makes the account fascinating.

Whereas Additional time primarily focuses on sports activities, the model does not miss out on alternatives to generate extra engagement by that includes content material that’s entertaining, whatever the subject. 

For instance, the video beneath contains a man exhibiting off a “jumpy” tattoo he named Jerry. 

What We Like: Whereas it might appear odd to incorporate third-party content material that is not targeted in your model or business, it will possibly really generate engagement and enhance follower counts if performed appropriately.
For those who resolve to spice up content material from different creators or events, be certain to get permission and provides credit score.  


ESPN has 36 million followers on TikTok and shares quite a lot of sports activities associated content material. 

What We Like: ESPN posts TikTok movies a number of occasions a day, making it straightforward for common movies to get buried in its grid. To fight this, ESPN makes use of TikTok’s playlist function and created a playlist of their highest-performing movies. 

Manufacturers ought to think about using the playlist function to make its web page simpler to navigate and to maintain common movies on the high of the grid.

4. The NBA

Not like its Instagram channel, which focuses purely on basketball video games and highlights, the NBA’s TikTok posts present a lighter facet of the group.

For instance, they will usually put up movies of gamers understanding to music, dancing on the courtroom, or answering fan questions.

On this video, Steph Curry of the Golden State Warriors busts a transfer from the sidelines after his teammate scores:

And take a look at this humorous montage of Chris Bosh photo-bombing his teammates (together with LeBron James) all through his profession:

Making your model really feel extra private can have an ideal impact on TikTok. For instance, in case your restaurant’s TikTok account posts humorous movies of waiters dancing, viewers may assume the restaurant has nice and pleased workers.

This may make them wish to eat there as a result of they’ll image themselves having a enjoyable eating expertise.

What we like:

When you may count on the NBA to focus extra significantly on stats and video games, it makes use of the app to loosen up the branding and make its athletes look extra relatable.

Whereas the movies nonetheless promote basketball, in addition they match with different humorous posts on TikTok feeds.

5. Netflix

Netflix’s TikTok has 34 million followers, and it is simple to see why. The account posts trailers for upcoming tasks and essentially the most compelling and hilarious clips from its present collection.

What We Like:

Sharing clips of upcoming tasks or montages of followers’ favourite moments from a collection is an effective way for Netflix to generate buzz for its reveals and movies. Nevertheless, what actually makes the model stand out on TikTok are its extra artistic movies.

Take the video beneath for instance. To advertise one its newest rom-coms, A Vacationer Information to Love, Netflix posted a video referred to as “5 Issues I Acquired My Co-Star to do in Vietnam.”

The movie was shot in Vietnam, and the video uploaded to TikTok reveals its main man, Scotty Ly, hanging out with co-star Rachel Leigh Prepare dinner because the duo tries totally different actions across the nation. 

A takeaway for manufacturers ought to be to search out artistic and modern methods to advertise a services or products. Ask your self, what makes your product particular and how will you capitalize on that? 

TikTok Manufacturers with the Highest Engagement

The next manufacturers are glorious at creating TikTok posts that generate engagement. Most of the movies posted by these manufacturers get 1000’s, even tens of millions, of likes and views. 

6. Fenty Magnificence

One of the vital common varieties of content material on TikTok is tutorials. Some manufacturers lend themselves to this greater than others, however an ideal instance is Fenty Magnificence, which makes use of TikTok to point out make-up tutorials, wear-tests, and product launches.

What we like:

Tutorial-based movies can match quite a lot of manufacturers. For instance, a clothes retailer can present the right way to fashion sure items of clothes. A ironmongery shop can present the right way to construct, restore, or paint one thing utilizing its instruments.

Even a fitness center can provide an indication on the right way to use totally different tools.

Begin by brainstorming all of the methods somebody may use your services or products. For those who can break a activity into steps that final not more than 60 seconds, it might make for an ideal TikTok video tutorial.

7. Dunkin’

Dunkin’ was one of many first manufacturers to make use of influencer advertising and marketing on the platform by partnering with TikTok megastar Charli D’Amelio.

Collectively, they launched new menu gadgets at Dunkin and collaborated on a number of movies.

After posting content material concerning the partnership, Dunkin noticed a 57% spike in app downloads and a 20% gross sales enhance for all chilly brew coffees.

Nevertheless, in the event you consider you have to accomplice with a well-known TikToker for it to work, assume once more.

In relation to influencer advertising and marketing, relevance is extra vital than attain.

Moderately than partnering with an influencer based mostly solely on vainness metrics (reminiscent of follower rely), search for micro-influencers who’ve a distinct segment viewers that aligns with your individual.

Analysis reveals that influencers with lower than 1,000 followers obtain extra engagement than their extra common counterparts.

What we like:

This instance highlights the ability of influencer advertising and marketing on TikTok. By partnering with influencers, Dunkin’ advantages from word-of-mouth advertising and marketing whereas constructing social proof.

8. Chipotle

Since becoming a member of TikTok in 2018, Chipotle has set the usual for a way manufacturers can develop their model presence whereas partaking the TikTok neighborhood in a enjoyable and genuine manner.

Chipotle opts for a extra informal vibe, usually posting dance challenges and fan-made content material, reminiscent of movies of individuals sharing their favourite Chipotle recipes and hacks.

Chipotle additionally showcases behind-the-scenes footage from actual crew members in actual Chipotle kitchens. Try this “vlog fashion” video of a former Chipotle worker revisiting her job and interviewing her coworkers:

What we like:

For those who want a artistic solution to unfold model consciousness rapidly, taking a be aware from Chipotle and sharing personable behind-the-scenes footage may be an ideal experiment.

Additionally, lean into your model advocates who could also be keen to share their experiences on social media.

9. Gymshark

Gymshark is likely one of the main health manufacturers on TikTok, reaching 2 million followers in solely six months.

Gymshark caters to health fanatics by posting exercise challenges, inspirational well being journeys, and relatable health humor that makes the fitness center really feel much less intimidating.

This is a kind of relatable health movies:

One of many model’s most notable TikTok campaigns was the 66 Days: Change Your Life problem, which highlights the truth that it takes 66 days to kind a behavior.

TikTokers submitted movies of their very own exercise journey in hopes of successful a Gymshark membership.

The marketing campaign was an amazing success, with the hashtag #gymshark66 producing 193 million views.

What we like:

Gymshark leverages the ability of challenges. Challenges are one of many greatest traits on TikTok, and modern manufacturers are utilizing them to fast-track their progress and join with tens of millions of customers on the app.

Take into account creating your individual problem or placing a singular spin on an already current one.

10. The Washington Publish

The Washington Publish was considered one of TikTok’s earliest model adopters. Those that have not seen their movies may be anticipating investigative or critical content material.

Surprisingly, the newspaper really makes use of its account to put up comedic skits concerning the newest breaking information.

These movies slot in completely with the platform as a result of they’re humorous, well timed, and embrace a few of TikTok’s weirdest particular results.

Try this skit about Delta Airways’ PR division struggling to write down a press launch concerning the COVID-19 delta variant:

The Washington Publish shows how manufacturers can succeed on TikTok by speaking on to its particular viewers — younger viewers who wish to snort.

The Publish’s comedic method may also entice younger readers who wish to observe the information however used to fret that content material from a newspaper can be too superior or out of contact for them.

What we like:

Regardless of its repute for “critical journalism,” the Washington Publish didn’t draw back from TikTok.

In case your model is in publishing, academia, or comparable industries, testing out a video technique that reveals off your lighter facet might be an fascinating experiment.

It’d make your content material and model really feel much less intimidating and assist you to achieve consideration from newer audiences.

11. San Diego Zoo

Everybody loves a cute animal video. The San Diego Zoo’s TikTok account pleasantly takes benefit of this well-known reality.

The zoo’s technique is easy: Publish movies of cute animals with enjoyable music. And with over 2 million followers, it appears to be working. How may anybody not wish to observe them after seeing this video of an cute crimson panda?

If that cuteness wasn’t sufficient, the zoo has additionally dueted with different animal-friendly accounts, just like the Monterey Aquarium:

What we like:

It is a nice instance of how two comparable manufacturers can cross-promote utilizing TikTok options. Due to the zoo’s tagging technique, this video may be seen by followers of the aquarium and the zoo.

This manner, zoo followers may achieve extra curiosity within the aquarium and vice versa.

12. Duolingo

TikTok is thought for its quirky “unhinged” content material, and Duolingo has successfully carved out an area on this panorama.

The model continues to go viral for its humorous, fashionable, and infrequently chaotic movies that includes its mascot, Duo the owl. Duo may be seen dancing to common audio, including sassy commentary to popular culture information, and leaping on the newest traits.

Duo’s antics have efficiently humanized the model and epitomizes their witty model voice — which additionally turns out to be useful when responding to TikTok feedback.

What we like:

Your model voice shapes each interplay you’ve on-line — from the movies you create to the way you reply to feedback. Duolingo has molded a powerful model voice which it makes use of to inform memorable and entertaining tales.

13. Crocs

Whereas the love-hate relationship with crocs could be very actual, it’s all love for the model on TikTok. Its successful technique contains authentic music, brand-specific hashtags (like #CrocTok), and colourful, entertaining content material.

That mentioned, Crocs actually shines at poking enjoyable of itself and the perceived “ugliness” of their sneakers. They lean into this by posting outfit of the day (OOTD) movies and tutorials on the right way to fashion their sneakers with equipment and an ideal humorousness.

What we like:

Nobody likes a model that takes itself too significantly. On the finish of the day, your patrons are folks — not robots with bank cards.

Humility and humor are two components that may humanize your model, minimize by the noise, and construct a connection along with your viewers.

14. Scrub Daddy

Scrub Daddy is a cleansing product firm who one way or the other makes movies a few sponge entertaining. The corporate has over 3 million followers on TikTok and its movies often garner round 10,000 to 150,000 likes on the platform. 

The important thing to the model’s success on TikTok is humor and its knack for incorporating its merchandise into totally different viral TikTok traits.

For instance, there’s a common traits on TikTok the place customers incorporate a dancing John Cena right into a background with a caption explaining why he is dancing.

Scrub Daddy used the pattern to share how pleased the model is when somebody switches to their product.  

What We Like:

Scrub Daddy retains a constant pulse on the newest TikTok traits and challenges, preserving their content material related and contemporary. 

15. Heider Actual Property

Heider Actual Property showcases houses on the market within the DC, Maryland, and Virginia area. The corporate’s movies get 1000’s of views and embody attractive edits the houses interiors and exteriors. 

What We Like:

Heider Actual Property has a definite fashion with regards to its movies. Whereas every dwelling is exclusive, each video contains catchy, atmospheric music and quite a lot of vast photographs, shut ups, and speedy walkthroughs.

The most important takeaway from this account is that manufacturers ought to craft a singular fashion of video enhancing that’s constant in each put up. 

16. Squishmallows

Squishmallows ar model of plush toys which have change into extremely popular in the previous couple of years. Whereas its TikTok platform solely has slightly over 300,000 followers, lots of its movies have gotten as many as 500,000 likes.

What We Like:

Like Scrub Daddy, Squishmallow finds success through the use of common sounds, music, and traits which have traction on the app.  

17. Teen Vogue

Teen Vogue’s TikTok content material principally consists of unique interviews and humorous moments with stars from common reveals and movies. Beneath is a unusual Teen Vogue interivew that includes the forged of Netflix’s Bridgerton.

What We Like:

When you could not have the ability to function celebrities in your content material, there’s something else Teen Vogue does that you simply might be able to take inspiration from. 

Teen Vogue usually posts content material that dives into social points which can be vital to its viewers. That is vital as a result of TikTok is common among the many youthful technology like Gen Z, which is named the socially acutely aware technology

If potential, you could wish to discover methods to create content material that reveals your model deeply cares about the identical points as its audience. This may assist set up belief and retain curiosity. 

18. GoPro

GoPro retains it is 2.6 million TikTok followers engaged by exhibiting wonderful motion movies shot with the corporate’s signature cameras. The movies are quick, present photographs from artistic angles, and are filmed by shoppers doing unimaginable stunts.

What We Like:

GoPro reveals their merchandise in use throughout eye-catching moments reminiscent of skydiving, deep sea adventures, and extra. In case your services or products has a cool or distinctive function, create TikToks that showcase that function.

19. e.l.f.

e.l.f. Cosmetics’ TikTok, referred to as elfyeah, options a mixture of tutorials, comedic movies, and superstar interviews all tied to its merchandise. 

What We Like:

Just like ESPN, e.l.f. posts numerous content material day by day. So, to make its TikTok simpler to navigate, the model types their movies into playlists. So in case your model posts quite a lot of content material day by day, make issues simpler to your followers through the use of TikTok’s playlist function. 

20. Levi’s

Among the hottest content material on Levi’s TikTok is its academic content material. For instance, the video beneath briefly reveals how Levi’s denims are “ripped” for aesthetic functions. 

What We Like:

Levi’s supplies its 1.1. million TiKTok followers perception into its model by way of schooling movies just like the one beneath. Viewers like to be taught, and your model may additionally profit from posting schooling content material that related to your shoppers.

21. Marvel

Marvel’s hottest content material on its TikTok is usually behind-the-scenes video of the Marvel workplace or productions.

What We Like:

Marvel’s TikTok humanizes the model by exhibiting behind-scenes-footage of Marvel stars, administrators, studio, and productions. 

Most Artistic Manufacturers on TikTok

22. Planet Cash

Planet Cash is a podcast by the Nationwide Public Radio (NPR) with the tagline — “The financial system defined.”

It is onerous to think about a model overlaying such a critical (and complicated) subject on a platform that is synonymous with foolish, snackable content material. However Planet Cash manages to infuse academic movies with an entertaining spin.

From inflation to lease management, no subject is just too difficult for Planet Cash to chip away at in an modern and humorous manner. Do not consider me?

Simply check out this skit explaining how banks make billions from overdraft charges, which begins with a person making an attempt to purchase a burrito:

What we like:

For those who really feel your model is just too “critical” for TikTok, take a be aware from Planet Cash and method your model — or your content material — from a special angle.

You might discover that including a splash of humor is simply what you have to skyrocket on the platform.

23. Taco Bell

Taco Bell finds artistic methods to use trending TikTok sounds and challenges to its model. It additionally has a spokesperson who humanizes the model by making humorous skits.

What We Like: Absurd humor does properly on TikTok as a result of it appeals ot a youthful technology of shoppers. For those who’re trying to entice youthful shoppers, take a web page from Taco Bell and create content material that’s absurdly humorous.

24. We’re Not Actually Strangers 

We’re Not Actually Strangers is a TikTok selling a card recreation that faucets into gamers’ feelings. It is TikTok will get artistic by posting heartfelt messages and telling TikTok customers to tag or despatched the content material to the aim it reminds them of. 

What We Like: We’re Not Actually Strangers discovered a artistic solution to get viewers to share it is content material by posting relatable movies and urging viewers to share or tag somebody. 

25. Ryanair

Ryanair is an airline that basically leans into comedy on TikTok, beginning with its bio — “Catch flights, not emotions.”

Like many TikTok manufacturers on this record, Ryanair’s humor stems from discovering hilarious methods to include trending sounds and memes into its content material. 

What We Like: 

Ryanair retains observe of TikTok traits and creatively makes use of them to attach with its viewers. For those who’re operating out of contemporary concepts, surf by TikTok and see what sounds or hashtags are trending.  

26. Crunchyroll

Crunchyroll is an anime streaming and distribution firm, and its TikTok contains clips of common anime and interviews with well-known director and writers.

Nevertheless, Crunchyroll’s most fascinating content material takes viewers behind-the-scenes of how common collection are animated. Check out the video beneath exhibiting the animating strategy of Dr. Stone. 

What We Like:

Crunchyroll offers an inside look into how its followers favourite reveals are made. If in case you have a services or products that’s common amongst your shoppers, create a video exhibiting the way it’s performed.


NASCAR posts highlights from races however viewers appear to actually get pleasure from when the racing franchise makes nods to its followers. For instance, the beneath reveals the corporate is aware of how nearly all of its followers really feel a few particular racer. 

What We Like:

NASCAR acknowledges its followers, creating enjoyable inside jokes and content material that fosters neighborhood. 

TikTok Advertising and marketing Suggestions

Whereas it may be difficult to get your content material to go viral like the larger manufacturers, TikTok might be an ideal instrument for getting in sync with youthful audiences.

For those who assume TikTok may be a part of your advertising and marketing technique quickly or sooner or later, now can be a good time to get forward of your rivals by downloading the app and investigating what comparable manufacturers or potential audiences are doing there.

For those who’re raring to go on a TikTok technique, listed below are just a few suggestions and takeaways that we have gained from trying on the manufacturers which have already performed properly on the app.

  • Present a special facet of your organization. The app is a hub for creativity and humor. Embracing a extra private tone or a behind-the-scenes method may make your organization seem extra relatable or reliable to potential clients.
  • Do not be afraid to experiment. Not like platforms like Fb and LinkedIn, there aren’t as many norms, finest practices, or guidelines about what works and what does not. For those who assume one thing may be fascinating or humorous, attempt it and see if it will get any likes, feedback, or shares.
  • Interact along with your viewers. Between challenges, duets, likes, feedback, and shares, there are many methods to interact with different TikTok customers — even when you do not know them. Attempt to provide you with movies, challenges, or duets that purpose to work together with others. As with different platforms, the extra you have interaction with folks, the extra your fan base may develop.
  • Do not draw back from advertising and marketing your merchandise, however ensure you do it in a artistic manner. Attempt your hand at tutorials, demonstrations, and how-to content material that showcase one of the best elements of your services or products.
  • Faucet into the ability of word-of-mouth advertising and marketing with influencers. However do not forget that relevance is extra vital than attain, so accomplice with area of interest micro-influencers who share the same viewers.

For manufacturers, becoming a member of TikTok affords a chance to achieve youthful audiences and enhance model consciousness in a extremely playful surroundings.

However succeeding on the platform depends on creating thrilling content material — so put together to place your artistic hat on and experiment with new codecs.

Editor’s be aware: This put up was initially printed in September 2019 and has been up to date for comprehensiveness.

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